How to Use AI to Reply to Customer Reviews (and What the FTC Rules Mean for You)

Replying to reviews shows future customers how you treat people. AI can draft calm, professional replies to both praise and complaints. Two guardrails matter: do not share private customer details in a public reply, and never use AI to create reviews. This guide is part of the AI for Small Business Owners hub.

Caution: Do not paste customer personal data (names, contact details, payment or account information), contracts, employee records or tax documents into a general AI tool. Check every fact, price, date and promise yourself before anything goes out. Contracts, tax and legal questions need a qualified professional. General information, not legal or tax advice. Never write, buy or generate fake reviews, and do not hide or suppress negative ones in ways the law prohibits.

Replying well

• Positive review: thank them, mention one specific thing they said, invite them back.
• Negative review: thank them for the feedback, apologize for the experience (not necessarily admitting fault), say what you will look into, and offer a way to talk offline.
• Keep it short and calm, and never argue in public.

Privacy in public replies

Do not mention order details, health or personal information, or anything that confirms what a customer bought or why they visited. Paste only the review text with names removed, and keep your reply general.

What the FTC rule says

The FTC's Trade Regulation Rule on the Use of Consumer Reviews and Testimonials took effect on October 21, 2024. It prohibits creating, buying or selling fake or false consumer reviews and testimonials, including ones that misrepresent that the reviewer exists or had real experience (which covers AI-generated reviews), and it addresses buying reviews conditioned on sentiment and certain kinds of review suppression. See 16 CFR 465.2 (fake or false reviews) and 16 CFR 465.7 (review suppression). In practice: ask real customers for honest reviews, do not write them yourself or with AI, and do not offer rewards only for positive ones. Not legal advice; ask a lawyer about your situation.

A review-reply prompt

Write a short, professional public reply from a small business owner to this customer review. Do not include any personal details about the customer or their order. Tone: [WARM / CALM]. If the review is negative: thank them, apologize for the experience without admitting specific fault, say we will look into it, and invite them to contact us at [CONTACT METHOD]. Under 70 words.
REVIEW TEXT (names removed): [PASTE REVIEW]

Check it before you use it

• The reply contains no private customer details.
• You will actually do what the reply says you will do.
• It is calm and not defensive.
• You did not write, buy or generate a review, and you are not hiding negative ones in a prohibited way.
• You posted from your own business account.

Related: customer emails with AI, social posts with AI and customer data, contracts and taxes with AI.

Want more ready-made prompts for this kind of work? Get the free AI prompt pack for small business owners (PDF).

Frequently asked questions

Can I use AI to write reviews of my own business?

No. Creating fake or AI-generated reviews that misrepresent real customer experience is prohibited under the FTC rule and is deceptive.

Can I ask customers for reviews?

Yes. Ask real customers for honest reviews, and do not condition rewards on a positive review. Check platform rules too.

Should I reply to every review?

Replying to most of them, especially complaints, helps. A short, polite reply is enough.

What if a review is fake or abusive?

Report it to the platform using its process. Do not retaliate or reply with private information.